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研究生:朱純慧
研究生(外文):Chun-Hui Chu
論文名稱:國家公園遊客推力拉力動機之研究-以太魯閣為例
論文名稱(外文):The push-pull motivation of visitors at national parks- A case study of Taroko
指導教授:洪維勵洪維勵引用關係
指導教授(外文):Wei-li Hung
學位類別:碩士
校院名稱:中國文化大學
系所名稱:觀光事業研究所
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:94
中文關鍵詞:推-拉動機理論人口屬性旅遊特性
外文關鍵詞:push-pull motivational frameworkdemographic characteristicstaiwandatatravel characteristics
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推-拉動機理論是檢測遊客行為的一種簡單有效的方法。推力動機因素與遊客決定「是否要旅行」有關,拉力動機因素會影響遊客選擇「到哪裡旅行」。本研究探討造訪國家公園的遊客之推力拉力動機因素,以及其動機因素是否因遊客的人口統計變數和旅遊特性的不同而所有差異。研究採問卷調查法,調查地點為臺灣重要旅遊景點-太魯閣國家公園,對象為造訪太魯閣之遊客。
研究結果發現遊客平均推力動機以「盡可能到處看看」、「玩的開心/娛樂」為最高,拉力動機以「傑出的風景」、「自然地型景觀(例、峽谷)」為最高,在動機相互關係方面,因素分析結果發現六個推力動機因素與五個拉力動機因素,每個推力動機因素皆與每個拉力動機因素有顯著相關。在人口屬性方面,不同性別、年齡、婚姻狀況、教育水準以及職業的遊客,其動機有顯著差異,但不同居住地的遊客在推拉動機因素上皆無顯著差異。旅遊特性部分則分為旅遊類型及旅遊經驗,研究結果顯示旅遊特性僅影響拉力動機;旅遊經驗對推力拉力動機皆會造成影響。本研究結果對遊客推拉動機因素有更深一層瞭解,可提供管理者參考。
Push-pull motivational framework provides a simple approach for explaining the motivations underlying tourist behavior. Push factors have significant influence on tourists’ decision on “whether to travel or not”, whereas pull factors are related to tourists’ preference of “where to go”. The research try to examine push and pull factors of tourists visiting national parks, and to understand the relationship between push-pull factors and visitors’ demographic characteristics, and their travel characteristics. Questionnaire survey was used to collect data, and Taroko national park, one of the most popular tourist attractions in Taiwan, was selected for the survey.
The survey finds that “seeing as much as possible” and “having fun/being entertained” were the most important push factors, and “outstanding scenery” and “physical features (ex. gorge)” were the main pull factors for the respondents visiting Taroko. Furthermore, the factor analysis reveals 6 push and 5 pull factors, and the further analysis finds that push factors were significantly related to pull factor. In terms of demographic characteristics, tourists’ motivations were differentiated from gender, age, education and occupation. The other side, travel characteristics, including travel style and travel experience, also had significant influence on travel motivations. Travel style had only significant influence on pull factors and travel experience had both significant influence on push and pull factors. The results provide useful implications for park managers and researchers to understand the insight meaning about tourists’ push and pull factors.
中文摘要 ...................... iii
英文摘要 ...................... iv
誌謝辭 ...................... vi
內容目錄 ...................... vii
表目錄  ..................... ix
圖目錄  ..................... xi
第一章  緒論................... 1
  第一節  研究背景與動機............ 1
  第二節  研究問題與目的............ 3
  第三節  研究範圍與對象............ 7
  第四節  研究流程............... 7
第二章  文獻回顧................. 10
  第一節  旅遊動機............... 10
  第二節  推拉動機理論與相關研究........ 18
  第三節  旅遊特性相關研究........... 30
第三章  研究設計................. 35
  第一節  研究架構............... 35
  第二節  研究變數之操作型定義......... 35
  第三節  研究假設............... 36
  第四節  問卷設計............... 38
  第五節  抽樣設計............... 42
  第六節  分析方式與方法............ 42
  第七節  預試結果............... 44
第四章  研究結果與分析.............. 49
  第一節  受訪者基本資料分析.......... 49
第二節  動機敘述性統計與因素分析....... 50
  第三節  人口屬性與推力拉力動機因素...... 58
  第四節  旅遊特性與推力拉力動機因素...... 65
  第五節  推力拉力動機因素相關分析....... 69
第五章  結論與建議................ 72
  第一節  結論................. 72
  第二節  建議................. 76
參考文獻...................... 79
附錄A  預試問卷................. 87
附錄B  正式問卷................. 91
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